PROBLEM
There are an estimated 8,000 - 10,000 non-rescued street dogs in Singapore. Animal welfare organisations such as SOSD work to rescue, re-home as well as raise awareness on the plight of these stray and abandoned dogs. Our challenge was to redesign the dog adoption service in a way that fulfilled user needs but was also sustainable given SOSD's limited resources.
THE APPROACH
Working backwards from a fixed delivery date, we set key milestones based on when user interviews and useability testing sessions had to be completed. This allowed us to schedule interview and useability testing sessions from the outset. Each team member was also assigned a specific component of the project to ensure accountability and each area would be provided the level of focus required.
Week 1> User research and competitive analysis, as well as tree testing
Week 2> Prototype development and useability testing
The remainder of the time would be spent on cleaning up documentation, finalising the prototype and working on the 'nice to haves' that we identified by the end of week 1.
Our Project Timeline that kept the team aligned on key activities during the project
THE DISCOVERY
We conducted customer and market research to drive our planning phase. The heuristic evaluation revealed a spectrum of issues particularly around navigation and the site's adoption form. We then analysed three local charity organisations in addition to SOSD:
Society for the Prevention of Cruelty to Animals
Action for Singapore Dogs
The feature inventory and plus/delta analysis yielded the following insights:
The overview of the adoption process was an important area that was highlighted by all competitor websites
None of the websites provided video content of the animals or options to purchase items related to adoption on the website
Information on HDB guideline requirements related to dog ownership should be highlighted upfront and be easily accessible
Primary and secondary research provided input as to what SOSD’s goals would be related to the adoption process. Three priorities were set:
- Adoption process to promote and protect human-animal bond by ensuringthe match is suited to the animal and family
- Educate users on the responsibilities of pet ownership
- Features to be sustainable and require minimal resources
“Adoption is the best outcome for animals in animal welfare organizations who cannot bereturned to their original owners. At the core of adoption is the promotion and protection of the human-animal bond. The adoption process must support that goal.”
Best Practices Documentation from the The Association of Animal Welfare Advancement
-“Biggest challenge that I have is to ensure that those who adopt take their role seriously”
-“Technology is of little use if there is no manpower to keep the website/social media updated”
Interview with ‘ReHoming Team’ Volunteer
These are the key insights that provided input for the first version of the prototype:
Users want clarity and consistency on the adoption criteria and process
Users want detailed descriptions of the animal and not just the general age and breed
Users want fast assistance and confirmation across the different stages of adoption
Users want filters to sort potential dogs for adoption based on desired preferences
These user insights allowed us develop two personas: "First Time Felix"- our primary persona and 'Seasoned Sally" who could be supported in later phases of the app.
HMW Questions
HMW Questions were then used to focus solutions on organization goals and user needs:
USER NEEDS
- HMW ensure that information on (overall adoption process, adoption criteria, dog guide) is laid out in systematic manner and consistent over various touch points?
- HMW ensure that the adoption process is conducted in a way that is convenient and efficient for the user?
- HMW ensure that the dog selected is an ideal match for the user?
ORGANIZATION GOALS
- HMW conduct the adoption process in a way that is not a strain onorganisation resources?
- HMWprovide information and support tothe user in a manner that will not take up too much effort of theorganisation?
- HMW ensure that dogs are rehomedwith families is an efficient manner while ensuring their wellbeing?
These questions allowed us to brainstorm as a group to find solutions. The output from the brainstorming session were then consolidated into 21 proposed features grouped by category. Each of the 21 proposed features were then assigned a business value, customer value and level of effort.
<L-R> Screenshot of 21 solutions ranked by business and customer value and effort; MoSCoW prioritization of features
The assignment of the business value, customer value and level of effort allowed for the prioritisation of features allowing us to product a 'must have' list of features for our first prototype:
LIST OF 'MUST HAVE' FEATURES
- Content Hierarchy- emphasizing information importantto the user and organisation
- Clearer Navigation Systems w/improved labels
- Clean aesthetic and minimalist HomePage
- Improve the structure and the organisation of site content related to the adoption process
- Present information on the overall adoption process in a video/infographic
- Adoption form: Minimise open input fields,provide guidance on how to answer some questions
- Homepage should state SOSD mission, events,donation and adoption
- Automated responses on phone linewith voice recordings on information about vet number, guides and events
- Utilise FB plugin on to website that links to FB messenger
Opportunities for improvement were further identified across all service touch points. Emphasis was placed on the digital due to constraints in accessing physical touchpoints. Link to complete customer journey map here.
DEVELOP
Based on the feedback and personal insights that we learnt, we designed the first wireframes using Figma.
When developing the website and customer touch points, features that met user needs and organisation goals were prioritised
<L-R> Detailed breakdown as to how solutions addressed organization goals and met user needs in our prototype
TEST
The prototype allowed us to evaluate how users would engage with the proposed website solution and validate whether it was addressing primary user needs.
OVERVIEW OF USABILITY TESTING PROCESS
1. Usability Testing Sessions
Users were invited to conduct four tasks and then provide a System Usability Scale (SUS) rating at the end of the session
2. Observations inputted and analysed
Analysis was conducted using the rainbow testing that provided insights as to which areas for improvements should be prioritised
3. Prototype updated
Prioritized areas of improvement were incorporated for the next round of testing
The four tasks that users were invited to conduct were:
- Before adopting a dog, you would like to check if the organisation is credible. Show me how you would check for organisation credibility.
- Show me how you would adopt a dog from this site.
- As a first time adopter, you realize that your pet dog have not been eating the food that you have given him. Show me how you would seek support on this matter.
- Show me how you would sign up to volunteer at the shelter.
HIGH LEVEL OBSERVATIONS
OVERALL RESULTS
System Usability Scale (SUS)results showed an overall increase from Round 1 to Round 3. Further analysis at the task level showed a marked increase in task success by round 3.
